Measuring the effectiveness of image and linkage advertising: the nitty-gritty of maxi-marketing
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
Westport, Conn. <<[u.a.]>>
Quorum Books
1996
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIV, 251 S. graph. Darst. |
| ISBN: | 0899309844 |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text | Contents Figures and Tables ix
Acknowledgments xiii
Introduction xv
1 A Useful Model of How Advertising Works 1
2 Measuring the Advertising Impact of Customer Top-of-Mind-
Awareness (Unaided) 17
3 Finding Out How Automatic Benefit-to-Brand Retrievals
Influence Customers Brand Choice 35
4 Assessing Linkage-Advertising Effects 67
5 Performance Analysis of Advertising in Competing Media
Vehicles 119
6 Image versus Direct-Response Advertising 143
7 Applying the Long Interview in Linkage-Advertising Research 155
8 Customer Portfolio Analysis for Advertising Strategy
Development 185
9 Profiling Heavy, Light, and Nonusers of Direct-Response
Advertising 209
10 Assessing the Performance of Business-to-Business and
Business-to-Consumer Linkage-Advertising Fulfillment
Strategies 227
viii Contents
Selected Bibliography 245
Index 249
Figures and Tables FIGURES
1.1 Media Vehicle Performance Grid 2
1.2 Model of Customer Marketing: Initial Communications and
Relationships 5
2.1 The Effects of Top-of-Mind-Awareness of the Ad 32
3.1 Percentage of Total Respondents on Eight Attitude-
Accessibility and Age Paths 54
4.1 General Framework of Traveler Information Acquisition,
Knowledge, and Destination Behavior 77
4.2 Hypothesized Effects of Experience and Knowledge on
Activities, Affect, Expenditures, and Intentions of
Customers 78
4.3 Observed Effects of Experience and Knowledge on
Activities, Affect, Expenditures, and Intentions of
Customers 97
4.4 Empirical Model of Destination Expenditures 109
4.5 Empirical Model of Behavioral Intention 110
4.6 Empirical Models of Image Variables 111
4.7 Empirical Models of Number of Regions Visited, Activities,
and Sites/Attractions 113
5.1 Media Vehicle Performance Grid 123
5.2 Media Vehicle Performance Grid for 1987 Louisiana
Advertising Campaign 137
x Figures and Tables
7.1 The Long Qualitative Interview: Four-Part Method of
Inquiry Applied to Direct-Marketing Research 164
8.1 Customer/Prospect Portfolio 189
8.2 Backward-Segmentation Buying Behavior 198
8.3 Backward-Segmentation Demographics 200
8.4 Backward-Segmentation Psychographics: Very Unlikely (1)
to Very Likely (5) Scale 201
8.5 Backward-Segmentation Reasons for a Vegetable Garden,
Using a Ten-Point, Constant-Sum Scale 204
10.1 Research Design and Hypotheses 233
TABLES
2.1 Brand-Mind-Position and Purchase Intention for Burger
King 22
2.2 Brand-Mind-Position and Purchase Preference for Six
Brands 23
2.3 Brand-Mind-Position and Purchase Likelihood for Seven
Brands 25
2.4 Top-of-Mind-Awareness of Advertising and Average
Purchase Preference Votes 26
2.5 Top-of-Mind-Awareness of Advertising and Purchase
Likelihood 27
2.6 Top-of-Mind-Awareness of Advertising and Brand-Mind-
Position 29
2.7 Effect Sizes Found for Hypothesized Relationships 30
3.1 Retail Food Store Top-of-Mind-Awareness by Attribute for
All Respondents and for Primary Customers 46
3.2 Correlation Coefficients of Primary Store Choice with
Store That First Comes to Mind for Each of Fourteen
Attributes and Age 48
3.3 Comparison of Logit Design and Multiple Regression
Models of Main Effects for Super One Supermarket as
Primary Store 49
3.4 Comparison of Logit Design and Multiple Regression
Models of Main Effects for Brookshires Supermarket as
Primary Store 50
3.5 Correlations among Variables Used in Super One Models 51
3.6 Main Effects of Attitude Accessibility and Age on Super
One Named as Primary Store 52
3.7 Main Effects of Attitude Accessibility on Brookshires
Named as Primary Store 53
Figures and Tables xi
3.8 Cross-Validation Results: Regression Models for Super One
as Primary Store 55
3.9 Cross-Validation Results: Regression Models for Brookshires
as Primary Store 56
3.10 Cross-Validation Results: Multiple Regression Models for
A P as Primary Store 57
3.11 Open-Ended Responses for First- and Second-Mentioned
Main Reasons for Shopping at Primary Store 58
3.12 Regression Models for the Three Principal Least-Favorite
Stores 60
3.13 Open-Ended Responses for Reasons for Least-Favorite
Store 61
4.1 Influence of Knowledge and Experience on Destination
Expenditures 99
4.2 Image and Behavioral Intention Measures 102
4.3 Market Size, Revenue, and Cost Analysis 103
4.4 Net Revenue Analysis 104
4.5 Destination Areas Visited by New and Repeat Customers
with and without VIG 106
4.6 Age, Education, and Income Associations with Receiving
Visitor s Information Guide 114
4.7 Three-Way Cross-Tabulation of Age, Income, and
Education for Percentage Requesting Visitor s Information
Guide 115
5.1 Total Inquiries: Survey Response Rates by Magazines 125
5.2 Performance Analysis of Advertising in Life-Cycle
Magazines 129
5.3 Performance Analysis of Advertising in Food Magazines 130
5.4 Performance Analysis of Advertising in Women s Service
Magazines 131
5.5 Performance Analysis of Advertising in Regional Focus
Magazines 132
5.6 Performance Analysis of Advertising in Travel-Related
Magazines 133
5.7 Revenue and Cost Analyses of Advertising in Competing
Magazine Vehicles 134
5.8 Profitability Analysis of Advertising by Magazine Vehicles 135
5.9 Media Strategies and Predicted and Actual Levels of
Performance 140
xii Figures and Tables
6.1 Total Inquiries, Numbers of Questionnaires Sent and
Returned, and Visits of Inquiry Groups 146
6.2 Travel Profiles of Inquiry Groups 147
6.3 Life-Cycle and Occupation Profiles of Inquiry Groups 148
6.4 Revenue per Inquiry Estimated by Groups 151
6.5 Revenue, Cost, and Profit Analysis 152
7.1 Feature Comparisons of Methods for Primary Data
Collection 157
7.2 Theory-in-Use Application 161
7.3 Research Design for 1993 Plant and Seed Customer Study:
Planned/Implemented In-Depth Interviews 171
8.1 A Mail-Order Seed Company s Customer Analysis 192
8.2 Response Rates 196
8.3 I Usually Plant Flowering Bulbs in the Spring 203
9.1 Association of Consumer Information Use Segments and
Purchase of a Major Service Category: Vacation Travel 215
9.2 Consumer Information Use Segments and Behavior among
Consumers Buying a Service Category 217
9.3 Analysis of Variance Results for Travel Behavior and
Consumer Information Use Segments 219
10.1 Efficiency of Direct Marketing Strategies: Average Number
of Days between Requesting Information and Request
Fulfillment 237
10.2 Effectiveness of Direct Marketing Strategies: Fulfillments
Received within Eight Weeks of Requests 238
10.3 Effectiveness: Cover Letter Included in Fulfillment 239
10.4 Effectiveness: Follow-up Contact Made by Marketer 240
10.5 Summary of Findings of Direct Marketers Efficiency and
Effectiveness of Responding to Prospect Inquiries 241
|
| any_adam_object | 1 |
| author | Woodside, Arch G. 1943- |
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| discipline | Wirtschaftswissenschaften |
| format | Book |
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| spelling | Woodside, Arch G. 1943- Verfasser (DE-588)134100727 aut Measuring the effectiveness of image and linkage advertising the nitty-gritty of maxi-marketing Arch G. Woodside Westport, Conn. <<[u.a.]>> Quorum Books 1996 XXIV, 251 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Markenartikel (DE-588)4037584-5 gnd rswk-swf Imagewerbung (DE-588)4134968-4 gnd rswk-swf Werbeerfolgskontrolle (DE-588)4189634-8 gnd rswk-swf Markenartikel (DE-588)4037584-5 s Imagewerbung (DE-588)4134968-4 s Werbeerfolgskontrolle (DE-588)4189634-8 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021762482&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Woodside, Arch G. 1943- Measuring the effectiveness of image and linkage advertising the nitty-gritty of maxi-marketing Markenartikel (DE-588)4037584-5 gnd Imagewerbung (DE-588)4134968-4 gnd Werbeerfolgskontrolle (DE-588)4189634-8 gnd |
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| title | Measuring the effectiveness of image and linkage advertising the nitty-gritty of maxi-marketing |
| title_auth | Measuring the effectiveness of image and linkage advertising the nitty-gritty of maxi-marketing |
| title_exact_search | Measuring the effectiveness of image and linkage advertising the nitty-gritty of maxi-marketing |
| title_full | Measuring the effectiveness of image and linkage advertising the nitty-gritty of maxi-marketing Arch G. Woodside |
| title_fullStr | Measuring the effectiveness of image and linkage advertising the nitty-gritty of maxi-marketing Arch G. Woodside |
| title_full_unstemmed | Measuring the effectiveness of image and linkage advertising the nitty-gritty of maxi-marketing Arch G. Woodside |
| title_short | Measuring the effectiveness of image and linkage advertising |
| title_sort | measuring the effectiveness of image and linkage advertising the nitty gritty of maxi marketing |
| title_sub | the nitty-gritty of maxi-marketing |
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